What’s next for influencer marketing?

What’s next for influencer marketing?

We take a look at the latest trends in the world of influencer marketing.

Social media influencer marketing has had a rough couple of months. From Pewdiepie’s anti-Semitic slurs, to Zoella’s Christmas controversy and then reaching a peak with Logan Paul’s video in Japan’s suicide forest, their reputations have taken some knocks.

However, influencers as a trend, are here to stay. And many are pinning a lot on producing branded content, with 79% saying they plan to create more branded posts than they currently do. “Influencers, by definition, inspire and empathise with the same consumers that marketers seek to engage,” said Liz Gottbrecht, vp of marketing at Mavrck. “They bridge the gap.”

Influencer marketing platform Mavrck found that 44% of influencers say creating content is a passion. But, 90% of influencers expect free products or services in exchange for their posts and 63% say they’re looking for monetary compensation. In terms of platforms, Instagram was the top choice for influencers, with 100% using the platform. Also ranking high were Facebook (78%), Twitter (65%) and Youtube (67%.)

2018 is also going to be a big year for brands as they start exploring influencer marketing. Up to 38% of marketers are increasing their influencer marketing budgets for 2018. However, Jason DeMers from Forbes predicts many changes for influencers in the next few years. One of the most important change is a demand for authenticity. He predicts that audiences will become tired of sponsored content and start looking for signs on authenticity from influencers.

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